Mersin Üniversitesi
Ders Bilgileri
| INTEGRATED MARKETING COMMUNICATIONS | ||||||
|---|---|---|---|---|---|---|
| Kodu | Dönemi | Teori | Uygulama | Ulusal Kredisi | AKTS Kredisi | |
| Saat / Hafta | ||||||
| BUS372 | Spring | 3 | 0 | 3 | 4 | |
| Ön Koşulu Olan Ders( ler ) | None |
| Dili | en |
| Türü | Elective |
| Seviyesi | Bachelor's |
| Öğretim Elemanı( ları ) | Prof. Dr. Mehmet İsmail YAĞCI |
| Öğretim Sistemi | Face to Face |
| Önerilen Hususlar | None |
| Staj Durumu | None |
| Amacı | This course provides an overview of promotions and focuses on how to formulate strategies and tactics to achieve marketing objectives. |
| İçeriği | Topics include: the general purpose of marketing activities, evolution of marketing thought, marketing mix and related decisions, external environment of marketing, and internal environment of marketing. |
Dersin Öğrenim Çıktıları
| # | Öğrenim Çıktıları |
|---|---|
| 1 | To be able to define IMC principles, concepts, and terminology. |
| 2 | To be able to define the communication process. |
| 3 | To be able to understand consumer behavior. |
| 4 | To be able to analyze environmental factors in designing a promotion plan. |
| 5 | To be able to define the elements of promoion mix in detail. |
| 6 | To be able to develop consumer-oriented marketing strategy |
| 7 | To be able to explain the ethics and social responsibility. |
| 8 | To be able to analyze the effectiveness of promotional activities. |
Haftalık Ayrıntılı Ders İçeriği
| # | Konular | Öğretim Yöntem ve Teknikleri |
|---|---|---|
| 1 | Introduction to integrated marketing communications | Lecture, discussion |
| 2 | Marketing communication process | Lecture, discussion |
| 3 | Communication, Persuasion and Consumer Behavior | Lecture, discussion |
| 4 | Persuasion | Lecture, discussion |
| 5 | New Product Development and Introduction to Market | Lecture, discussion |
| 6 | Brand, Packaging and POP Decisions | Lecture, discussion |
| 7 | Advertising Management, Advertising Industry, Media Decisions | Lecture, discussion |
| 8 | Mid-term Exam | |
| 9 | Creative Ad Strategy, Message Decisions, Measurement of Ad Effects | Lecture, discussion |
| 10 | Sales Promotion, Strategies toward the Intermediaries and Consumers | Lecture, discussion |
| 11 | Public Relations | Lecture, discussion |
| 12 | Sponsorship and Crisis Management | Lecture, discussion |
| 13 | Personal Selling | Lecture, discussion |
| 14 | Personal Selling Strategies, Management of Sales Force | Lecture, discussion |
| 15 | Data Based Marketing | Lecture, discussion |
| 16 | Final Exam |
Resources
| # | Malzeme / Kaynak Adı | Kaynak Hakkında Bilgi | Referans / Önerilen Kaynak |
|---|---|---|---|
| 1 | Doç. Dr. Muazzez Babacan, Reklamcılık Temel Kavramlar, Detay Yayıncılık, 2005 (ISBN: 9799758969462). | ||
| 2 | Mete Çamdereli, Halkla İlişkiler: Ana Çizgileriyle, Salyangoz Yayınları, 2005 (ISBN: 9799756277026). | ||
| 3 | Prof. Dr. Serap Çabuk, Profesyonel Satış Yönetimi, Nobel Yayın Dağıtım, 2003 (ISBN: 9756557354). |
Ölçme ve Değerlendirme Sistemi
| # | Ağırlık | Çalışma Türü | Çalışma Adı |
|---|---|---|---|
| 1 | 0.4 | 1 | 1. Mid-Term Exam |
| 2 | 0.6 | 5 | Final Exam |
Dersin Öğrenim Çıktıları ve Program Yeterlilikleri ile İlişkileri
| # | Öğrenim Çıktıları | Program Çıktıları | Ölçme ve Değerlendirme |
|---|---|---|---|
| 1 | To be able to define IMC principles, concepts, and terminology. | 5͵8͵9͵10 | 1͵2 |
| 2 | To be able to define the communication process. | 1͵2͵6͵7 | 1͵2 |
| 3 | To be able to understand consumer behavior. | 1͵2͵8͵9 | 1͵2 |
| 4 | To be able to analyze environmental factors in designing a promotion plan. | 1͵2͵3͵6͵7͵9 | 1͵2 |
| 5 | To be able to define the elements of promoion mix in detail. | 1͵2͵6͵7͵10 | 1͵2 |
| 6 | To be able to develop consumer-oriented marketing strategy | 2͵3͵6͵7͵8͵10 | 1͵2 |
| 7 | To be able to explain the ethics and social responsibility. | 1͵2͵4 | 1͵2 |
| 8 | To be able to analyze the effectiveness of promotional activities. | 7 | 1͵2 |
Not: Ölçme ve Değerlendirme sütununda belirtilen sayılar, bir üstte bulunan Ölçme ve Değerlerndirme Sistemi başlıklı tabloda belirtilen çalışmaları işaret etmektedir.
İş Yükü Detayları
| # | Etkinlik | Adet | Süre (Saat) | İş Yükü |
|---|---|---|---|---|
| 0 | Course Duration | 14 | 3 | 42 |
| 1 | Course Duration Except Class (Preliminary Study, Enhancement) | 14 | 3 | 42 |
| 2 | Presentation and Seminar Preparation | 0 | 0 | 0 |
| 3 | Web Research, Library and Archival Work | 14 | 2 | 28 |
| 4 | Document/Information Listing | 0 | 0 | 0 |
| 5 | Workshop | 0 | 0 | 0 |
| 6 | Preparation for Midterm Exam | 1 | 0 | 0 |
| 7 | Midterm Exam | 1 | 1 | 1 |
| 8 | Quiz | 0 | 0 | 0 |
| 9 | Homework | 0 | 0 | 0 |
| 10 | Midterm Project | 0 | 0 | 0 |
| 11 | Midterm Exercise | 0 | 0 | 0 |
| 12 | Final Project | 1 | 0 | 0 |
| 13 | Final Exercise | 0 | 0 | 0 |
| 14 | Preparation for Final Exam | 1 | 0 | 0 |
| 15 | Final Exam | 1 | 1 | 1 |
| 114 | ||||